FRESH2011, Europe’s leading fresh fruit and vegetable conference event, is coming to Rotterdam, The Netherlands, on 25-27 May 2011.

FRESH2011, Europe’s leading fresh fruit and vegetable conference event, is coming to Rotterdam, The Netherlands, on 25-27 May 2011.

The city's key role in linking Europe with the rest of the world via what is Europe's largest port, combined with The Netherlands reputation for fresh produce innovation and quality, makes Rotterdam the perfect venue for FRESH2011.

This year's event, organised by Eurofruit Magazine and Freshfel Europe and held at the exclusive Hilton Hotel, takes a uniquely interactive approach to its programme, offering social media-based interaction and video analysis alongside insights from keynote speakers working at some of Europe's leading fresh produce companies.

Several of the European fresh produce industry's leading figures will be on hand to discuss the changing nature of global fresh produce supply, including Rory Byrne of Total Produce, Gé Happe of Ahold, Coop Trading's Jack Enevoldsen and Hein Deprez of Univeg.

Another key topic for debate will be the recent push towards direct sourcing on the part of major food retail companies. Dole Europe president Johan Lindén and Philip Smits, the chief executive of The Greenery, will consider the potential implications of direct sourcing on the business.

Three fast-paced break-out sessions will focus on serious challenges faced by the industry in relation to sustainability, food safety and recruitment, engaging delegates with case studies and practical advice from those with first-hand experience.

FRESH2011 offers ample opportunities to network with around 250 of Europe’s leading buyers, importers and exporters, in one of Europe’s most established and innovative fresh produce centres.

Register online by 27 April 2011 and benefit from an exclusive 20 per cent saving on the full delegate fee. Freshfel Europe members also benefit from exclusive registration fees.

Sponsor FRESH2011 and showcase your brand to Europe’s top buyers and importers through extensive publicity online, in print and in person, before, during and after the event. Gold, Silver or Bronze sponsorships packages are available.

Keep up to date with speaker, programme and market news at www.freshcongress.com